AFRICA’S PROSPECTS

COUNTRY
PRIORITIES FOR
2016
In Quarter 4, 2015 business executives across Africa, with single
and multi-country responsibility, scored the same 26 Sub Saharan
Africa markets based on their view of growth opportunities for the
next 12 months. These 400 country-level Business views incorporate
sentiment for the countries overall economic growth as well as the
outlook for their own company’s growth. This also represents the
extent to which they are able to tap into market potential considering
the various macro and micro challenges.
The markets topping the list in terms of overall country growth
expectations are: Ethiopia, Cote d’Ivoire, Mozambique and Kenya.
These top 4 ranked countries remain unchanged from the previous
business survey, and are considered ‘good’ growth prospects. The
biggest movement is in the outlook for Angola, that was previously
ranked 5 th with a score of 6.3, and now drops to 16 th place with a
more moderate score of 5. Nigeria replaces Angola in 5 th position and
South Africa climbs from 19 th to 14 th position, which reflects a more
encouraging stance by local businesses. They also view their own
growth potential ahead of the overall country’s expected economic
performance, highlighting their ability and agility to tailor offerings
during both more, and less, favorable economic cycles.
Business sentiment for both the country and individual prospects
in Kenya, Democratic Republic of Congo (DRC), Congo, Zimbabwe
and Zambia have been revised to lower scores than the previous
review. The majority of the countries which scored at lower levels have
experienced ongoing instability which is reflected in a more cautious
business outlook.
Copyright © 2016 The Nielsen Company
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